Category: Strategic Communications

Sell With Words: 10 Tips

Captivating content marketing is all about starting with a solid plan. Here are some tips on what to do before you start writing. 1. Focus on your goal. You want the reader to respond, whether it’s though buying your service or visiting your website. Identify the main objectives of your content marketing strategy then focus […]

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Start 2014 With a Bang

This week is when it all begins: Our goals for 2014 come alive, moving off the pages of a business plan and into action. To achieve your business goals this year, make sure your communications plan revolves around them. Start 2014 with a bang with these strategic communication plan best practices: Tie communications to business […]

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Simplicity = Good Business Sense

Why is simplicity so hard? Some of my clients have worried that simple writing dumbs down the message and insults the reader. I disagree – and I successfully convinced my clients that clear, concise writing shows actually respect for the audience. Here’s what I tell clients about the power of simple prose: 1. Readers never […]

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Strategic Brief for Successful Projects

Do cross-functional projects make you think everyone speaks a different language? To achieve project success, you can help establish clear communication from the very start of your projects. Use this Strategic Brief template to help your project teams speak a common language based on a shared vision: Audience(s): Who do you want to reach? Is […]

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Think Like a Strategist

Before you create any new communication, start by focusing on the results you want to achieve. By thinking strategically upfront, you will save time, minimize rework and move your business forward. Answer these questions to think – and write – like a strategist: My Purpose Why am I writing this communication? To inform? Announce? Recommend? […]

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Spooky Fact: Bad Writing Kills Profit

Forget zombies and ghosts. What’s really scary is how poor business writing – on websites, press releases and brochures – costs companies credibility and profit. Despite the business benefits of clarity, poor copy remains pervasive. The Business Case for Clear Communication Since readers are busy, they will tune out vague, verbose or jargon-filled messages, leading […]

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Breaking Bad Business Writing Habits

Bad habits – like using jargon, acronyms and clichés – ruin business communications like Walter White’s drug empire ruined lives. In our digital world of 140-character messages, bad writing habits lead to ineffective communications that readers ignore. To break bad habits and create clear communications your audience will read, use these tips: Know why you’re […]

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Recipe for a Strategic Communications Plan

A strategic communications plan mixes together all your communication vehicles to accomplish your mission. Its methodical recipe helps you get the results you want. Key ingredients of a communications plan: Executive summary: Write this section last and limit it to one page. Communication process description: Provide information to help decision makers who are not trained […]

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Timeless Strategic Writing Tips

Whether we write for the web or print, copywriting is about understanding your audience and addressing its needs. That’s why these century-old copywriting tips are still valid today: Focus on benefits: Tell your target why they need your product or service Listen closely: Understand your audience’s needs so you know how to fulfill them Skip […]

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Write Like a Strategist

To accomplish your business goals, you need written copy that prompts your audiences to think and act differently. Use these writing best practices to keep your audience interested and engaged: Challenge yourself to think of your audience’s point of view Use an outline that is clear, focused and logical Get straight to the point; start […]

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Strategic Thinking: A Competitive Advantage

Before I write anything, I make sure I understand my clients’ business objectives. This practice helps me align my writing with solutions to the problems that keep CEOs awake at night. It’s worth the effort to consistently consider the big picture before you communicate. Strategy matters to your competitiveness because it helps you: Sort through […]

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Objective Clarifier Tool

Aligning your communications with your corporate strategy makes the best business sense. To make sure your communications are effective, you need clear objectives. Use these questions to create results-oriented communications: Briefly describe the business challenge/opportunity What does success look like? List your corporate objectives (e.g. vision, strategic objectives) List your communication objectives (ensure they are […]

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7 Tips for Strategic Copy

To create copy that gets results, use these tips: Focus on your audience: what do they want? Make your point up-front Keep your objective or call to action clear Emphasize your benefits Answer the 5 Ws (who, what, where, when, why) … and how Use simple keywords and short, clear sentences Limit the number of […]

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Case Study: Strategic Language

Communication Challenge: A brilliant client of mine held itself back by using academic and technical language on its website. The copy was more suitable for post-graduate English or IT professors than its true audience. In fact, a readability test tool suggested readers would need 17 years of formal education to comprehend the copy! Strategic Solutions: […]

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First Things First: Communications Basics

It’s no coincidence that the most successful companies communicate effectively. Clear communication saves time, effort and headaches. Market leaders know that before they can achieve their business goals, they need strong relationships with their employees, customers and the public. To build those strong relationships, an organization must first apply these communication fundamentals: Know your subject: […]

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